Accurate Lead Scoring? The Marketers Guide to Integrating Video Into HubSpot

This is Part 2 of our white paper, The Marketers Guide to Integrating Video Into HubSpot & Improving Data. In this preview, you’ll get a partial look into how HubSpot users can use valuable video data to properly lead score prospects (it could be off by as much as 50% without video). Click here to download the full white paper.

Improve Lead Scoring & Engagement Data

After the initial capture of a contact's information, it’s essential to also set up lead scoring and engagement data for video behavior inside of HubSpot. This data can give marketers a more granular look into certain contacts behavior and allow for contacts to be enrolled in certain workflows based on their engagement.

Hubspot and TwentyThree
Hubspot and TwentyThree


For example, if a lead watches 50% of a video, their lead score could increase by +5, and they could be enrolled in an automated email workflow that sends them additional emails with more relevant video content.  

Inside of HubSpot you’ll see the following types of engagement data that can be used for these purposes:

  • Number of videos played: Total play count of ondemand and live video on TwentyThree.
  • Number of video playback visits: Total visits where video on TwentyThree was played.
  • Total video playback time: Total video playback duration in minutes, from TwentyThree.
  • Video engagement score: Video engagement score on TwentyThree between 0 and 100.
  • Video title: The title of the video being played.
  • Video link: A link to the playing video.
  • Video category: The category of the video being played.
  • Video tags: A comma-separated list of tags on the video.
  • Is live event: Indication of whether this is a live stream or not (0/1)
  • Video duration (timestamp): The formatted duration of the video.
  • Video duration (seconds): The duration of the video in seconds.
  • Video watched (timestamp): How much of the video the viewer watched, formatted for display.
  • Video watched (percentage): The percentage of the full video watched by the contact.
  • Video watched (seconds): Number of seconds watched by the viewer.

All of these metrics can - and should - be used to optimize lead scores. The data can also be sent to a sales team that wants to personalize outreach based on the video behavior and engagement of a certain prospect. For B2C users, this data can also be invaluable in regards to retargeting, or conversion email campaigns that are built to increase revenue. Did a user watch a video about a product? You could send them an email with a CTA to purchase that product with a specified discount.

“We use video all over the HubSpot website in terms of explainers, tips/tricks, ways to communicate. A lot of our blog posts and offers now will contain video segments as part of it. And then we use it in-funnel for prospecting,” says Jon Dick, VP Marketing at HubSpot. “In our ‘What does HubSpot do’ email, there’s a video that explains it. Then we use video further down the funnel also. We have a lot of reps who actually use video marketing platforms to actually create their own videos for prospecting purposes.”

To download the full white paper, The Marketers Guide to Integrating Video Into HubSpot & Improving Data, click here.